Context

Planted set out to revolutionize the meat aisle with a product that’s plant-based, high in protein, and radically simple. But to disrupt a category full of sameness, Planted needed to stand out from the pack. Quite literally.

Approach

We developed an identity and launch strategy inspired by Planted’s values of taste, health, sustainability, and animal welfare. Full of colour, energy, and cheeky confidence, every touchpoint was designed to stand out, inform, and invite.

Outcome

Planted launched with instant shelf recognition and a tone of voice that made plant-based feel fun, not preachy. The brand’s strong identity powered its launch in Switzerland and expansion into Germany, building a loyal customer base and a distinctive voice in a crowded category.

Four Languages, One Bold Voice

To ensure shelf appeal in a multilingual market, Foundry crafted rhyming headlines that worked in French, German, Italian, and Romansh—showing that creativity can travel across borders when it’s rooted in a strong brand idea.

Instant Recognition Through Consistency

From bold POS displays to branded food trucks and giveaways, we ensured every touchpoint at every retail store, festival, and sampling event was infused with the same playful confidence – making Planted easy to spot, wherever it showed up.

#TastyRevolution

With the launch of the Tasty Revolution, Foundry started the first large, cross-border brand campaign for Planted in Switzerland, and just in time for the market launch of the plant-based meat brand in Germany.

See the whole launching campaign here

Pascal Bieri

Co-founder, Planted

"Demand was enormous, and the market was ripe. It's great to start the #TastyRevolution on home soil and now bring it to Germany."

24 hours

Sold Out on Launch

22 million

Earned Media Impressions

Branding and Launching a Plant-Based Movement

Four Languages, One Bold Voice

Instant Recognition Through Consistency

#TastyRevolution

Success stories. With proven results.